Marketing AI need to use dynamic, online learning – i.e. it should be hooked-up to real-time customer data, and have built-in testing and correcting to adapt its models based on changes in the data it sees.

MAGNETIC AGREES… AND OUR AI HAS IT ALL

The thought of static cookie pools, scheduled data refreshes, and offline learning make us cringe. Your advertising needs to quickly and accurately cater to the mindset of each prospective audience member, and to do that, you need dynamic learning and live data. The Magnetic AI Platform (aka “MAP”) has both:

Dynamic learning: Magnetic’s behavioral models are continuously auto-updated, and all model training, monitoring, and optimization are fully automated. This is critical as these activities deliver enormous value to our clients in many ways, like keeping predictive models highly accurate so they can precisely predict user actions, learn, and improve predictions (i.e. get smarter) over time.

For example, let’s say MAP predicts that “Mary” is 65% likely to click your ad. The ad is served and Mary doesn’t click. Because of dynamic learning, MAP automatically learns this about Mary and auto-adjusts her profile; her click probability in the next 5 minutes (if the ad is served again) is now lower, and it lessens with each subsequent impression served.

Important learnings like this can only be created and used if user histories and characteristics are live. Which brings us to…

Live data: Magnetic’s AI Platform continuously mines a breadth and depth of consumer data from 1st, 2nd, and 3rd party data sources, and organizes it into 260 million live consumer profiles that we’ve built and maintained over the past decade. Each individual profile is comprised of extensive user-level attributes, activity, and contextual indicators, as well as propensity scores (i.e. numerical values that reflect the person’s likelihood to take specific actions) derived from predictive modeling.

Because MAP is live, these profiles are constantly updated so your ads can be targeted based on events and behavior from the last 5 minutes (or less). And because MAP also has a real-time view of the marketplace, your ads are always delivered based on the most timely and accurate view of audiences, supply, and bid opportunities.

Marketing AI should automate the human tasks of audience selection. Campaigns are timelier, performant, and deliver a better customer experience when campaigns are auto-optimized based on recent changes in consumer behavior. This automation also reduces cost at scale (i.e. media efficiencies and operational savings).

MAGNETIC AGREES… AND DEMANDS MORE

Automating audience selection is a critical part to any marketing AI, but automation shouldn’t stop there. Marketing AIs are smarter and faster than any team of humans, so AI-automation should be used throughout campaign execution to maximize performance and profit.

Audience selection: campaign-specific audiences are auto-created based on our 260 million live consumer profiles. These audiences are highly performant at launch and become increasingly profitable as machine learning evolves them in-flight.

Bid optimization: our AI finds impressions that will yield the greatest return for your campaign, ranks them by value to determine which ones to bid for, calculates the right price to pay per impression, and bids accordingly.

Force will also provide a new level of visibility – “decision transparency.” Decision transparency empowers buyers to understand why Magnetic’s AI decided to purchase each impression by exploring user-level attributes and behavior used during AI-decisioning. This includes all criteria used to automatically generate the audience for your campaign.

Media buyers can monitor campaigns and analyze AI-decisioning at any time through Force’s intuitive UI.

You have an AI, I have an AI, everybody has an AI. Which one is the best?

At the end of the day, the only thing that matters is performance. How you get there is secondary. If magical kitten kisses delivered 2-10x campaign performance, we’d all be buying kitten armies and forgetting about complex AI platforms.

But since AI outperforms kitten kisses, make sure your marketing AI platform or partner has the right stuff to deliver the performance you want. The 3 qualifications here are table stakes, but performance trumps all.